Friedman Strategy Group

The Biggest Marketing Mistake Nonprofits Make

How do you convince people to contribute to your cause?

One strategy is to build a sense of urgency by highlighting the large number of people in need. But research shows that’s exactly the wrong approach. When it comes to charity, the larger the group needing our help, the less motivated we are to give.

Why? Groups are hard to relate to and psychologically abstract. A struggling individual, on the other hand, tugs at our heartstrings and fosters an emotional connection.